Peak Performance

Peak Performance is a brand that epitomizes the fusion of functionality and style, particularly in the realm of outdoor sports and skiwear. Founded in 1986 in Åre, a small mountain village in northern Sweden, the brand was born out of a desire to create skiwear that combined practicality with a clean and appealing design.

The founders, two passionate skiers, one of whom was a world-class mogul skier with several World Cup victories, sought to craft garments that they themselves wanted to wear. Their vision was to produce clothing that not only performed exceptionally on the slopes but also resonated with a sense of simplicity and elegance.

Peak Performance's ethos is deeply rooted in the freeride spirit, encouraging individuals to carve their own paths down the mountain. This spirit is not just about skiing; it's about embracing adventure and the thrill of the backcountry, wherever that may be.

The brand's early years were marked by a commitment to quality and authenticity, which resonated with consumers tired of the extravagance and superficiality prevalent in the 1980s. Their ski jackets with leather details and flannel shirts became a refreshing alternative to the flashy neon trends of the time.

As the company grew, so did its product range and reputation. Orders from their first mail-order catalog overwhelmed the local post office, necessitating additional staff to keep up with the demand. This was a testament to the brand's burgeoning popularity and the public's appetite for their authentic, quality products.

Today, Peak Performance continues to be shaped by its origins. The company's headquarters, located in an old warehouse in Stockholm, is a hub of creativity where everything from design to marketing is crafted by a dedicated team. The brand's commitment to sustainability and technical innovation remains at the forefront of its operations.

In Åre, the brand's hometown, you can find the Peak Performance Mountain House, a favorite spot for the team to ski, test products, and stay connected to their roots. The town itself, known for its tree-lined skiing, easy access to off-piste terrain, and extreme weather, embodies the brand's mantra: "If it can handle Åre, it can handle anything".

Peak Performance stands as a beacon for those who seek the freedom of the mountains, the joy of skiing, and the assurance of wearing products that are both functional and stylish. It's a brand that has stayed true to its founding principles while evolving to meet the needs of modern adventurers.